Technology And Consumer Behavior News

iPhone 18 Launch Sparks Financial Anxiety and Impulse Buying in India

The September 18, 2026 launch of the iPhone 18 series in India triggered significant consumer anxiety and impulsive spending, driven by celebrity endorsements and social media FOMO. While queues formed at Apple stores, experts warned that the high price tags, combined with hidden costs like insurance and accessories, could lead to poor financial decisions. The iPhone 18 Pro starts at Rs 1,64,000, with the Pro Max at Rs 1,79,000. Financial advisors recommend waiting periods and avoiding the use of emergency funds for such discretionary purchases.